‘Our website is like a record of every thought that’s ever happened at our council since the dawn of time.’
That’s a real quote from a leader during one of our web writing workshops for a local government. And if you work in a large organisation, you’ll recognise this same problem: webpage after webpage of clunky, dated content that busy visitors simply won’t stick around to read.
Why does this happen?
Because the people asked to contribute content are usually chosen for their subject matter expertise – not because they know how to write for the web. And so their instinct is to write for accuracy rather than usability.
Fortunately, writing clear, concise, visitor-friendly content is a learnable skill.
So if you’re often asked to write for your organisation’s website, these 10 tips will help you turn your expertise into webpages that visitors scan, read and understand with ease.
1. Start with the reader’s task
People don’t visit your organisation’s website to admire your expertise.
They visit because they have a question to answer, a task to complete or a problem to solve. So your job is simple: give them just enough information to achieve their goal – and nothing more.
If you’re not sure where to start, try finishing this sentence before you start typing away: After visiting this page, users will be able to…
As an example: After visiting this page, users will be able to submit an application in under 5 minutes.
Once you know what readers need to do, it becomes much easier to decide what to include, what to cut and what belongs on another page.
2. Open with must-know
Web visitors pay the most attention to what’s closest to the top of the page. That’s where they decide whether they’ve found the right information or whether to click away.
So you must lead with the information they’re most likely looking for. If they need the background, reasoning or finer details, they’ll keep reading. But first, reassure them they’re in the right place.
Before you hit publish, read only the opening paragraph – then ask yourself: Does it answer the question that brought someone to the page?
If not, rewrite your opening until it does.
3. Use clear headings and subheadings as signposts
Without headings and subheadings on your webpages, even the best written content becomes difficult to scan.
Clear headings scattered down your webpages help visitors quickly find the section that’s relevant to them – and, just as importantly, avoid the sections that are not.
So, what makes a heading clear?
It needs to be specific and descriptive. For example:
- Instead of Eligibility, try Who can apply for a parking permit
- Instead of Requirements, try What you’ll need to include with your application
- Instead of Timeframes, try When you’ll receive a decision
You can also frame headings as reader-focused questions like these:
- How do I apply?
- What documents do I need?
- When will I hear back?
4. Keep paragraphs short – and use bullets
Large blocks of text feel overwhelming on a screen, especially on a mobile phone (which is where more than half your visitors are finding you from).
Short paragraphs and bulleted lists create white space, making it much easier for visitors to scan your page and find what they need fast.
So aim for one idea per paragraph (and no more than two lines where possible).
And if you’re listing requirements, options or key points, use bullet points instead of burying them in a sentence.
When in doubt, favour white space. Readers are far more likely to forgive a few extra paragraphs than a dense wall of text.
5. Cut the ‘just in case’ details
Subject matter experts often include extra information ‘just in case’ someone needs it or to prevent possible misunderstandings.
The intention is good. But every extra detail competes with the information most readers actually came for.
So resist the urge to cover every exception, caveat and ‘what if’.
Instead, focus on the information that applies to most readers, then provide additional detail elsewhere for those who need it.
If information only applies to a small number of readers, consider:
- Creating a list of specific FAQs
- Linking to a supporting page
- Providing a downloadable document
Remember: Every extra detail makes the information readers need most a little harder to find.
6. Write in plain English
Plain English helps visitors understand complex information quickly and confidently. It’s clear, direct and free from unnecessary jargon or legalistic language.
Even if your audience is highly educated or technically skilled, they still appreciate clear, simple communication. Nobody wants to work hard to understand your webpage.
In practice, that means:
- Replacing formal, ‘sophisticated’ words with familiar, everyday words (help instead of facilitate)
- Keeping sentences short (aim for an average of 10–15 words and avoid going beyond 25)
- Avoiding – or at least explaining – acronyms your readers may not recognise
- Writing in the active voice wherever possible
- Adopting a more natural, conversational tone of voice
A good test: Read your page aloud. If it doesn’t sound like something you’d naturally say to a customer or colleague, rewrite it.
7. Write directly to your reader
Your webpage isn’t a policy document or internal report. It’s a conversation with someone who’s trying to find information or complete a task.
So write as though you’re speaking directly to that person.
To do that, use you when referring to the visitor – and we, our or your organisation’s name when referring to your organisation. Keep it in the active voice and maintain a conversational tone.
Instead of:
- Applicants must provide proof of identity, write You’ll need to provide proof of identity
- Council will assess applications, write We’ll assess your application
- The application form must be completed, write Complete the application form
Finally, as you review your page, notice who’s at the centre of the conversation. If you’re talking more about your organisation than your reader, look for opportunities to rewrite from their perspective.
8. Break complex processes into clear steps
If readers need to complete a process, break it into clear, sequential steps.
Writing a process step by step also helps you. It quickly reveals missing actions, unclear instructions and gaps in the journey that might otherwise go unnoticed.
Here are a few tips to get you started:
- Start each step with a verb, such as Check, Gather, Complete, Submit or Confirm
- If the process has distinct stages, use headings such as Before you start, Complete your application and What happens next to guide readers through it
9. Make links meaningful when read out of context
When people scan a webpage, their eyes are naturally drawn to anything that looks different. And what tends to stand out most of all? Links.
That’s why you should always avoid generic inline links such as click here, read more or learn more.
Instead, use the linked text to describe the destination or action. For example:
- Instead of Click here, try Download the application form
- Instead of Read more, try Read the eligibility criteria
- Instead of Learn more, try View our waste collection calendar
As a simple test, read only the linked text on the page. If it doesn’t tell readers where they’ll go or what they’ll find, rewrite it.
10. Give visitors a clear next step
Every webpage should help readers move forward. Once they’ve found the information they need, make it obvious what they should do next.
Should they submit an application? Download a form? Contact your team? Whatever the next step is, don’t leave people guessing.
If different visitors need to take different actions, make each pathway clear. A first-time applicant, for example, may need different guidance from someone renewing an existing application.
If readers finish your page wondering ‘Now what?’, you’ve got more work to do.
A final checklist for website content contributors
To write good website content, you don’t need to become a professional writer. But you do need to present your expertise in a way that’s easy for readers to scan quickly and understand easily.
The next time you’re asked to draft or review a webpage, use this checklist to keep yourself on track:
✓ Does the page focus on the reader’s task?
✓ Have I put the most important information first?
✓ Can someone understand the page by scanning the headings?
✓ Have I broken up long blocks of text with short paragraphs and bulleted lists?
✓ Have I removed information that most readers don’t need?
✓ Is the language clear, concise and free from unnecessary jargon?
✓ Am I writing to my reader using you, we, us and our where appropriate?
✓ Have I broken complex processes into clear, logical steps?
✓ Do the links make sense when read out of context?
✓ Is the next step obvious?